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WBZY Hits a new low in the recent book - is a change a possibility?
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Groove1670
Guest
A couple of observations:
1. It is a rimshot.
2. How many listeners in the demo for this format (according to city-data 5%), and how many listener in that group will the station serve).
David will have better insight. I just don't see the potential for big #'s unless there is a larger population in Newnan or surrounding areas.
Just because you have 56K doesn't translate to great coverage. Stick location is the key.
1. It is a rimshot.
2. How many listeners in the demo for this format (according to city-data 5%), and how many listener in that group will the station serve).
David will have better insight. I just don't see the potential for big #'s unless there is a larger population in Newnan or surrounding areas.
Just because you have 56K doesn't translate to great coverage. Stick location is the key.
G
Groove1670
Guest
With the buying of marketing power of CC, that could be the case. The revenue could be there and might be adequate.
Key is that it is a defective rimshot.
The market is just over 11% Hispanic, meaning about 625,000 persons. Since the median age for Hispanics in the market is 28, most are in the core agency target groups.
The station is not a huge biller, but since it only covers about 30% of the market with a 65 dbu signal, it is not doing badly.
Jabba is right that if a company wants to advertise on radio to Hispanics in the Atlanta market, it has to use WBZY-FM. La Raza, however, bills very well in Gwinnett County, where it's located.
Clear Channel's first Hispanic FM in Atlanta was on 105.3. However, that station soon moved to 105.7. CC management at the time understood that while 105.3 has a move powerful signal, it's located southwest of Atlanta, far from Gwinnett, the fastest growing county for Hispanics. And 105.7, while having a relatively weak signal, booms into Gwinnett. Then when Clear Channel decided the market couldn't support 2 Hispanic FM's, it killed Viva, the one on 105.7 (which had a format like the Mia 92.3 translator has now).
What Clear Channel should have done then was move the remaining Latino station to the 105.7 signal. But they left it on 105.3, in effect serving the Hispanic billings in the hotbed of Gwinnett on a silver platter to La Raza. I wrote multiple times in my blog that CC should switch the format on 105.3 with 105.7 (Wild 105.7 at the time). The Clear Channel Market Manager back then said she did not agree with me. The 105.3 signal is fine in Gwinnett in cars but otherwise weak.
Now it's more difficult to argue for the frequency swap because 105.7 carries an alternative format whose target is concentrated in the northern suburbs and therefore appropriate for that signal. But back to the original question: Ratings don't matter much for WBZY because they get on virtually every Atlanta Hispanic radio buy.
Clear Channel's first Hispanic FM in Atlanta was on 105.3. However, that station soon moved to 105.7. CC management at the time understood that while 105.3 has a move powerful signal, it's located southwest of Atlanta, far from Gwinnett, the fastest growing county for Hispanics. And 105.7, while having a relatively weak signal, booms into Gwinnett. Then when Clear Channel decided the market couldn't support 2 Hispanic FM's, it killed Viva, the one on 105.7 (which had a format like the Mia 92.3 translator has now).
What Clear Channel should have done then was move the remaining Latino station to the 105.7 signal. But they left it on 105.3, in effect serving the Hispanic billings in the hotbed of Gwinnett on a silver platter to La Raza. I wrote multiple times in my blog that CC should switch the format on 105.3 with 105.7 (Wild 105.7 at the time). The Clear Channel Market Manager back then said she did not agree with me. The 105.3 signal is fine in Gwinnett in cars but otherwise weak.
Now it's more difficult to argue for the frequency swap because 105.7 carries an alternative format whose target is concentrated in the northern suburbs and therefore appropriate for that signal. But back to the original question: Ratings don't matter much for WBZY because they get on virtually every Atlanta Hispanic radio buy.
It has been posted on this board in the past that 105.3 would be an excellent urban signal. IMHO that thought has a lot of viability. If CC / I Heart doesn’t what to do urban they should swap 105.3 with 107.5. IMHO 107.5 would be an excellent Latino / Hispanic signal. I don’t know who would end up paying who, but Radio One could do something very profitable with this signal. Of course Radio One would have to answer there is a question of much 107.5’s existing core (P1) would not make the switch. If a swap of ownership is a big legal issue a double LMA could work.
Another “player” in the urban market is Edgewater Broadcasting that runs / LMA’s Streetz 94.5. Would / could they LMA 105.3 for more than CC is billing on it now. Cash flow really matters to I Heart /CC with their huge debt load.
Another “player” in the urban market is Edgewater Broadcasting that runs / LMA’s Streetz 94.5. Would / could they LMA 105.3 for more than CC is billing on it now. Cash flow really matters to I Heart /CC with their huge debt load.
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Edgewater Broadcasting does not run Streetz 94.5. It's run by Steve Hegwood's company, Core Communications. Edgewater owned or still owns the license.
Sorry I thought he got Edgewater too as part of the 1010 deal. But still I bet he could make some money with 105.3
I thought Hegwood was buying the license and might have already done so.
I thought he did too. He also has WIPK-FM Calhoun, WFDR-FM Woodbury and WMRG-FM Albany. Old School 87.7 here and Streetz 103.3 in Charlotte, NC are controlled by Core Communications under agreements/lma I believe.
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kf4rca
Guest
Most Hispanics still listen to AM
And I don't think its a cultural thing as much as just a plethora of Hispanic signals on AM. But there is one less to listen to. Thats WPLO (610)...has been off air for a couple of days. As I remember they were the last station to broadcast CQUAM back in the day.
And I don't think its a cultural thing as much as just a plethora of Hispanic signals on AM. But there is one less to listen to. Thats WPLO (610)...has been off air for a couple of days. As I remember they were the last station to broadcast CQUAM back in the day.
They (WPLO) used to have a nice plant with pretty much total redundancy. How the mighty have fallen.
Where are you getting that from (that most Hispanics still listen to AM)? That's simply not true. The ratings tell us that's not at all the case.
There are markets like Boston in which ALL the Spanish-language signals are on AM. Or Hartford, with a plethora of Spanish-language AMs (mostly Tropical or Latino AC) and only a low-power translator rebroadcasting a Spanish-language (Tropical) HD2 stream on FM. (The main signal's format is alternative.) I would imagine the Hispanic audiences in these markets are still using AM. Either that or they're mainly listening to English-language formats on FM.
K
kf4rca
Guest
WPLO (610) back on the air today. Must have gotten hit by lightning in one of the recent storms. Besides being the last station with CQUAM, I believe they were the first Hispanic station on the air in the market.
My township is presently 48% Hispanic but at one time it was as high as 58% so I know a little bit about Hispanics.
My township is presently 48% Hispanic but at one time it was as high as 58% so I know a little bit about Hispanics.
I think one of more of the former La Favorita stations (WAOS 1600 Austell, WXEM 1460 Buford, and WLBA 1130 Gainesville) pre-dated WPLO 610 as a Latino station.
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